The Mega Guide: China E-commerce and Digital Marketing, Q1 2021

This 600+ pages report will give you a comprehensive overview of the major trends and happenings in China’s e-commerce and digital marketing in Q1 2021. Our ChoZan team has put together key information and data and interviewed over 50 China experts to give only the most up-to-date, actionable insights.

Download the report

Your file will be downloaded shortly. Please do not leave this page. It may take a few minutes.

Thank you for signing up!


  • An overview of China’s economic recovery and growth in Q1 2021
  • Economic trends in China in Q4 2020 and Q1 2021
  • The most important China consumer group insights for Gen Z, the silver-haired generation, powerful women and more
  • Key consumption trends in early 2021
  • E-commerce in 2021, the major players and changes you need to understand
  • Everything you need to know about China’s online shopping festivals in Q1 and Q2 2021
  • Major Chinese social media updates in 2020 
  • Your marketing calendar for Q1 2021
  • More than 50 top China experts’ opinions on the Chinese digital trends you need to pay attention to in Q1 2021
  • China market entry in 2021


The Mega Guide: China E-commerce and Digital Marketing Q1 2021 is ChoZan’s latest mega report in a series of quarterly, forward-looking reports about  ecommerce and digital marketing in China. 

2021 is expected to be one of the most promising years for China’s tech giants as many have recently announced their plans for upcoming IPOs. As a result, we expect that China’s digital economy will contribute even more to GDP growth in 2021. At the end of 2020, it was estimated at near 100 trillion RMB despite Covid-19. Although China shows positive economic recovery, the digital space will not stay the same as it’s being reshaped by new regulations and laws. To help companies navigate the fast-changing conditions of the China market, we’ve included new sections interviewing China experts about major China trends to pay attention to in 2021. We are excited to help western brands to succeed in China, contact us if you have any China related questions. 

Every day ChoZan’s China marketing experts collect information on consumer groups, their shopping behavior, preferences, demands and interests. Apart from an extensive overview of 9 major consumer groups our team also summarizes 9 China consumption trends for Q1 2021: The Sleep Economy, The Blind Box Second Wave, The Home Economy, Meal Replacements, The Health Conscious Economy, Guochao, The Pet Economy and Domestic Luxury Consumption. In this report you’ll find more about these trends and the following consumer groups:

  • Millennials
  • Gen Z
  • The Silver Haired Generation
  • Chinese Men 40+
  • Power Women
  • Super Moms and Dads
  • China’s Pet Lovers
  • Lower City Youth
  • Happy Singles

This mega report will also provide insights on four major e-commerce platforms – Taoba/Tmall, JD, Pinduoduo and Kuaishou. We also collect the latest numbers and insights on China’s biggest shopping festival, Double 11, and the most import holiday of the year, the Spring Festival. Livestreaming and gamification already went to the next level during Double 11 2020 with 3D views, virtual idols and cat care games.  We’re excited to see further development during Chinese New Year.

Following the huge trend of private traffic in China, ChoZan also reviewed functionality updates on major Chinese social media platforms:

To inspire your marketing strategy and campaigns, ChoZan not only prepared a Q1 marketing calendar, but added new sections about China market entry in 2021 and the most common mistakes. China Marketing expert Ashley Galina Dudarenok talked to more than 50 China experts to get their opinion on what will be different in China in 2021 and what companies need to pay attention to. If you plan to enter China in 2021 or want to stay updated about major marketing and e-commerce trends, download ChoZan’s Mega Guide: China E-commerce and Digital Marketing Q1 2021 to get the latest knowledge. China Q4 E-commerce and Marketing Outlook is available here


Ashley Galina Dudarenok is a China marketing expert, serial entrepreneur, global keynote speaker, 3 time bestselling author, vlogger, podcaster, media contributor and female leadership spokesperson. She was recognized as a LinkedIn Top Voice in Marketing in 2019 and chosen as an Asia Pacific Top 25 Innovator by the Holmes Report. She is the founder of China-focused social media agency Alarice and China insights and training company ChoZan. Ashley is an active supporter of women in leadership and business and is the creator of the self-development and mentorship program FIRE🔥.

Jacqueline Chan is Project Director at Alarice and ChoZan. She has hands-on experience in account management for big multinational brands from the FMCG, luxury and hospitality sector. She knows how to develop and execute in-depth digital marketing strategies on the most popular Chinese social media platforms, like WeChat and Weibo, and run creative campaigns on platforms such as Douyin, RED, Zhihu and more.

Mason Ku is Marketing Director at Alarice and ChoZan. For the last 7 years at Alarice, Mason helped big corporate clients from all over the world to successfully enter China and effectively allocate marketing budgets for campaigns. His knowledge and expertise are highly beneficial for both B2C and B2B projects. Mason has hands-on experience in account management for brands from the following industries: FMCG, hospitality, finance and banking.

Wendy Chen is the Head of Digital Products at ChoZan. She’s one of the leading experts on KOL campaigns and China’s fan economy. As a marketing manager at Alarice, Wendy leads account management projects on niche social media platforms and helps brands to launch creative campaigns on Bilibili, RED, Douyin and other Chinese social media platforms.

Natalia Drachuk is Marketing Director at Alarice and ChoZan. For the last 5 years at Alarice Natalia develops global marketing strategies and social media plans.

Maureen Lea is a writer, editor, copywriter and educator who has worked in many genres and formats from full length books on academic topics to short, fun rhymes. She specializes in research, finding patterns and making data understandable



ChoZan’s training and resources will increase your expertise about the Chinese market, Chinese consumers, Chinese social media, KOL/influencer marketing and China’s technology landscape. This includes:

  • China market research and strategy development to help you identify your consumers and most effective ways to communicate with them.
  • Custom Corporate Training to increase your Chinese social media marketing expertise and get your team members up to a consistent skill level.
  • Expert Calls for your urgent China marketing questions.
  • ChoZan’s Online Course with 8 modules that you can take online to get a practical handle on China’s market, its modern consumers and Chinese social media marketing and selling. 
  • Keynote Speeches about modern Chinese consumers, Chinese social media marketing or China’s New Retail deliver in dynamic style.

The China Marketing Circle exclusive membership group for China watchers with weekly insights, trends, strategies and case studies related to consumers and marketing in China.


Elena Gatti
Jerry Clode
David Gulasi
Tait Lawton
Mark Tanner
Meha Verghese
Shine Hu
Miro Li
Jasmine Zhu
Kejie Yi
Jimmy Robinson
Pascal Coppens
Aaron Chang
David Thomas
Michael Zakkour
Michael Norris
Pablo Mauron
Michelle Lau
William Bao Bean
Rachel Daydou
Nishtha Mehta
Edward Tse
Ada Yang
Sally Maier-Yip
Marcus Pentzek
Richie Yung
Qimei Luo
Manya Koetse
Ben Cavender



We use cookies to personalise content and ads, to provide social media features and to analyse our traffic. We also share information about your use of our site with our social media, advertising and analytics partners. View more
Cookies settings
Privacy & Cookie policy
Privacy & Cookies policy
Cookie name Active
Save settings
Cookies settings